They used to work at “Nortel,” a company specializing in telecommunications services. However, after being laid off, this Ottawa couple ventured into a new field and became owners of a major business. Initially, they were embarrassed to admit it, but their international success speaks for itself. Ottawa Ski shares more about their invention.
Searching for a New Job
In 2003, the telecommunications company “Nortel” went bankrupt, leaving Bruce Murison unemployed. He had held a high-tech job but suddenly found himself without work. Bruce decided to focus on creating a vibrator for couples. Around the same time, his wife was also laid off, prompting the couple to brainstorm potential inventions. Did they know back then how popular and profitable their device would become? Probably not, as the creation of a sex toy initially seemed more like a joke.
In the basement of their home in suburban Ottawa, the couple set up a workshop. Through their research, they discovered an untapped market and a lucrative niche.
“We-Vibe” for Couples
During their research, Melody and Bruce Murison visited an adult toy store for the first time. It was an unusual experience, but they understood that learning about the industry was essential. Bruce conducted surveys in downtown Ottawa, asking women about their preferences and desires for intimacy.
Bruce later shared that he even approached well-dressed women from the government with questions, despite how difficult it was. For Melody, this process was even more challenging—she was worried about neighbors finding out.
A Secret That Became Public
For some time, the Murisons kept their project a secret. Their daughters knew about it, while their young son was too little to understand.
It took years to refine their design. The process involved several challenges:
- Reducing the size of the motor
- Overcoming numerous regulatory hurdles
- Fine-tuning the electronics
Eventually, they developed a small C-shaped vibrator designed for shared use. The Murisons named it “We-Vibe.” They took a major financial risk—mortgaging their home and taking out three credit lines—to bring their invention to market. They feared failure and financial ruin, especially with three children to support.
International Success
Their initial goal was to sell 10,000 units, but within three months, 20,000 “We-Vibe” devices had been sold. The sex toy became a bestseller. Even renowned sex experts praised the couple’s invention. “We-Vibe” was featured by:
- Canadian sex educator Sue Johanson
- Dr. Laura Berman on “The Dr. Oz Show”
- The “Beginner’s Guide to Erotica” segment
By 2008, the Murisons’ invention was gaining widespread recognition. The following year, their adult toy was included in the Oscar gift bags. Their secret was out—neighbors found out, some sent flowers, while others requested free samples. Regardless, there was immense pride in Ottawa for its successful entrepreneurs.
“Standard Innovation”
The Murisons started their business in their basement, eventually hiring their first employee. Within a short time, their Ottawa-based company had grown to 43 full-time employees. Millions of pleasure devices had already been sold, and the couple continued developing new models (more than eight variations so far).
Their device has earned over 20 international awards, and at an exhibition in Los Angeles, the “We-Vibe 4” was named “Best in Show.”
The “We-Vibe 4” is a couples’ device with a mobile app, allowing partners to control it remotely. The Murisons presented their invention at a sex-themed exhibition in Toronto, where it gained significant attention. The toy remains highly popular and holds a PG rating.
What’s the Secret to Their Success?
Bruce Murison believes that the device’s success lies in its compact design and the fact that it does not replace a partner. Instead, it enhances intimacy for both individuals, adding excitement to their sex life.